Carts get lonely, too

Abu-Shalback Zid, Linda
November 2004
Marketing Management;Nov/Dec2004, Vol. 13 Issue 6, p6
This article discusses research on the behavior of online shoppers conducted by DoubleClick Inc., as of December 2004. Consumers abandon more than half of the shopping carts they fill up while shopping online, according to a report from DoubleClick Inc. Consumers are carting items at a slightly higher rate than last year--9.4% in the second quarter of 2004 compared to 8.3% in the same period last year--but cart abandonment rates are higher too. In the second quarter of 2004, 57% of carts were abandoned, compared to 45.9% one year ago. It should be noted, however, that the cart abandonment rate was higher in the first quarter of 2004, reaching 60%. Sales resulting from a previous carting are on the decline, showing another negative trend. Slightly more than one-quarter of sales in DoubleClick's poll resulted from items previously carted by shoppers, a slight increase from the first quarter of 2004, but a 26% decline from the second quarter of 2003. DoubleClick estimates that cart abandonment results in $4.51 of lost revenue for every dollar of revenue made from sales. A survey by NetIQ showed that surprise costs, requests for too much information from the user, and lack of information about the product are the top three factors causing consumers to abandon their carts.


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